Geodemographics, GIS and Neighbourhood Targeting

Geodemographic classification is 'big business' in themarketing and service sector industries, and in public policy therehas also been a resurgence of interest in neighbourhood initiativesand targeting. As an increasing number of professionals realise thepotential of geographic analysis for their business ororganisation, there exists a timely gap in the market for afocussed book on geodemographics and GIS. Geodemographics: neighbourhood targeting and GIS providesboth an introduction to and overview of the methods, theory andclassification techniques that provide the foundation ofneighbourhood analysis and commercial geodemographic products.Particular focus is given to the presentation and use ofneighbourhood classification in GIS. * Authored by leading marketing professionals and a prominentacademic, this book presents methods, theory and classificationtechniques in a reader-friendly manner * Supported by private and public sector case studies andvignettes * The applied 'how to' sections will specificallyappeal to the intended audience at work in business and serviceplanning * Includes information on the recent UK and US Census productsand resulting neighbourhood classifications